Hyundai Motor unveils Hydrogen Energy and Software Vision at CES 2024
Hyundai Motor Company unveiled its ambitious vision for a hydrogen-powered, software-driven transformation that extends beyond conventional mobility applications at CES 2024. The presentation, held at the Mandalay Bay Convention Center in Las Vegas under the theme ‘Ease every way,’ showcased Hyundai’s strategic focus on developing a hydrogen energy ecosystem and advancing software and artificial intelligence (AI) applications.
Photo: Hyundai Motor
The theme aligns with Hyundai Motor’s overarching brand vision, ‘Progress for Humanity,’ emphasizing the company’s commitment to creating a comfortable and harmonious living environment globally. The objective extends beyond the mere utilitarian aspects of technology, aiming to provide freedom from limitations, community safety through enhanced software security, reduced greenhouse gas emissions via hydrogen, and fair access to clean energy and related services.
Jay Chang, President and CEO of Hyundai Motor Company, underscored the company’s belief in the symbiotic relationship between science and humanity, emphasizing that advanced technology should enhance people’s lives. Chang stated, “Clean hydrogen should be for everyone, powering everything and available everywhere.”
The presentation was punctuated by José Muñoz, President and Global COO of Hyundai Motor Company, highlighting the company’s commitment to measuring progress by its positive impact on humanity. The theme ‘Ease every way’ encapsulates a monumental challenge, embodying the challenging spirit ingrained in Hyundai’s 56-year history and propelling the transformations in hydrogen and software unveiled at CES 2024.
Photo: Hyundai Motor
Hyundai Motor Group has set ambitious goals, pledging to achieve carbon neutrality by 2050 and implementing a clear RE100 roadmap to utilize 100 percent renewable energy in overseas factories by 2045 and across all Group entities by 2050. Hydrogen energy is slated to play a crucial role in achieving these objectives, building on Hyundai’s track record as a pioneer in hydrogen technology. The company boasts the world’s highest market share in hydrogen-powered vehicle sales and envisions hydrogen as a sustainable future fuel due to its cleanliness and accessibility.
Hyundai’s hydrogen solutions extend beyond passenger vehicles, encompassing trucks, buses, trams, special equipment, vessels, power generators, and advanced air mobility. The company positions itself as a major hydrogen off-taker, contributing to the energy transition. Hyundai’s commitment to hydrogen aligns with global initiatives, such as the U.S. National Clean Hydrogen Strategy and Roadmap, and initiatives launched at COP28 by the International Hydrogen Trade Forum and the Hydrogen Council.
Photo: Hyundai Motor
To emphasize its dedication to hydrogen, Hyundai expanded its HTWO brand from a fuel cell system to encompass the entire hydrogen value chain business. The HTWO brand now includes the Group’s businesses and affiliates, covering production, storage, transportation, and utilization of clean hydrogen. Hyundai aims to off-take 3 million tonnes of hydrogen per year by 2035 through the HTWO brand, powering clean logistics, green steel production, and power generation.
Hyundai is actively involved in various hydrogen projects globally, starting with Indonesia, where it focuses on Waste-to-Hydrogen (W2H) through the utilization of local community waste to establish hydrogen production mini-hubs. This approach eliminates the need for extensive hydrogen transportation and storage, fostering the growth of a hydrogen industrial cluster.
The company is also engaged in hydrogen-related demonstration projects in the U.S., participating in initiatives like the NorCAL ZERO project and the ‘Regional Clean Hydrogen Hubs’ program, contributing to a $7 billion U.S. government initiative for hydrogen infrastructure development.
In addition to hydrogen, Hyundai is undergoing a software-driven transformation, recognizing the pivotal role of software and AI in shaping a user-centric mobility ecosystem. The ‘Software-defined Everything’ (SDx) strategy aims to transform moving devices, fleets, and ecosystems into valuable assets through advanced software and AI. The Group envisions vehicles evolving into ‘AI machines’ that continuously learn to better serve customers, contributing to a concept called ‘Cloud Transportation,’ where software, AI-defined devices, and mobility converge to create an accessible and intelligent transportation ecosystem.
Photo: Hyundai Motor
Hyundai’s SDx strategy begins with the development of ‘software-defined vehicles’ (SDVs), decoupling hardware and software for independent updates and advancements. The Group plans to enhance user experience with a new infotainment system, support for a vehicle app market, and the integration of its large language model (LLM) into the AI assistant and navigation system.
As SDVs become more common, the Group aims to extend its software solutions to include software-defined fleets for businesses, offering customized fleet management services and real-time data analytics. The ultimate goal is to transform vehicles into AI machines, automating maintenance and updates, enhancing user experiences, and contributing to the efficient operation of urban systems.
Hyundai’s dedication to software and AI advancements is underscored by its partnership with Tenstorrent, a company specializing in designing neural processing units (NPUs). This collaboration enhances Hyundai’s commitment to technology advancements and aligns with its philosophy of ‘Service-defined, safety-designed,’ ensuring hassle-free and secure mobility experiences.
